e.l.f. Mineral Line Discontinued
You may have noticed that many of the current sale items on the e.l.f. website are from the Mineral line and it appears like there’s a reason for that. While the company has NOT officially come out and said as much, as far as I can tell, I believe the Mineral line is in the process of being discontinued. It would also explain why the site was streamlined at the beginning of the year.
While most of the Mineral line is currently listed under the Sale category, some of the products have been moved to the Studio line. More specifically, the loose mineral and most of the stick products are on the chopping block, while many of the pressed mineral products are safe. Most upsetting is the loss of the e.l.f. Mineral Eyeshadows, one of the company’s best products (my review here).
The following is a list of former Mineral line products that have been relocated to the Studio line:
- e.l.f. Studio Pressed Mineral Blush (e.l.f. Mineral Pressed Mineral Blush; my review here)
- e.l.f. Studio Mineral Pearls (a better name than e.l.f. Mineral Mineral Pearls; my review here)
- e.l.f. Studio Pressed Mineral Bronzer (e.l.f. Mineral Pressed Mineral Bronzer)
- e.l.f. Studio Eye Liner (e.l.f. Mineral Eye Liner)
- e.l.f. Studio Eyeshadow Primer (e.l.f. Mineral Eyeshadow Primer)
- e.l.f. Studio Mineral Lipstick (e.l.f. Mineral Mineral Lipstick; my review here)
I’m of several minds with losing the Mineral line. While I’m disappointed to see products like the e.l.f. Mineral Eyeshadows, Lip Glosses, and Pressed Mineral Powder leave (why did they release the powder then discontinue it less than half a year later?), I’ve only ever bought a fraction of the Mineral line products. I never tried the loose blushes, concealers, powders, or much of the stick products. Maybe if I had I would be more upset. Also, many of the Mineral line items weren’t true mineral products anyway (e.g., Lip Glosses, Moisturizing Lip Tints, and pressed powder products).
In the old e.l.f. days, the Essential line was $1, most of the Studio line was $3, and the Mineral line’s pricing was all over the place. With the removal of the Mineral line and the price increase for almost all of the Essential line to $2—including the staple Super Glossy Lip Shine—I suspect e.l.f. also intends to phase out the bulk of the Essential line within the next couple of years. I’ve noticed that the site no longer groups items by product line, but instead by product type. I’ll point out the e.l.f. has drastically reduced the amount of available Essential products over the past year.
In the long run, I don’t have any issues with e.l.f. abandoning the Essential line either, if indeed that’s the direction the company is headed (and that’s pure speculation on my part). As I’ve said multiple times, most of the dollar line is/was terrible. I would rather pay a dollar or two more for a good product than score a terrible product for a dollar. Take the mascaras, for example. The Essential Volumizing Mascara for $2 is passable but not anything particularly special, while the Studio Mineral INFUSED, Lash Extending, and 3-in-1 mascaras for $3 are leaps and bounds better. For a dollar more you can have some of the best vegan mascaras on the market.
If there are any Mineral line products you absolutely love or haven’t tried yet, now’s the time to head over to e.l.f. and grab what you can. Unfortunately, sale items are excluded from most promotions, but occasionally e.l.f. will have a specific promo you can use just for them.
So, how do you feel about the loss of the Mineral line? Be sure to let me know in the comments below!
I am super-disappointed that E.L.F. is discontinuing their mineral line!! These products were great – easily comparable to much pricier mineral lines such as Loreals, and as some one who is both in a tight budget and who has severe skin allergies, ELFs loose mineral foundations and powders were gentle and affordable. I can’t believe they are just getting rid of the entire line!!
It’s super disappointing. I was really happy with the Mineral Pressed Powder that was released around the holiday season. Guess I’ll have to find a new powder. 🙁 I still can’t believe the loose Mineral Eyeshadows weren’t moved to the Studio line. I was under the impression that they were one of e.l.f.’s top sellers.
Hey Claire! Google for “elf mineral pressed foundation” and click the link to elf’s website. It will take you directly to the product page where it is still in stock and on sale for $5.99. Hope this helps!
I am blown away, puzzled, and in disbelief that my favorite Mineral Eyeshadow is GONE! The only replacement for my favorite color (elegant) is their baked eyeshadow, which takes longer to apply. Boooo! I want some loose eyeshadow again!
The mineral makeup is the.only.reason i ordered.from.elf sooo.disappointed
I’m disappointed too. I guess the mineral makeup craze is mostly over and e.l.f. is moving on to other things. 🙁
I am beyond disappointed — exasperated! I LOVED the elf mineral foundation, setting powder, & powder blush (especially the setting powder that had a subtle iridescent sheen…it was gorgeous, and their HD powder is a sorry replacement in terms of quality). These products (& the powder mineral blush) were on par with very pricey mineral lines such as Bare Minerals and much better than any department store/drugstore mineral line I’ve tried. It makes no sense…these mineral products were always on the “Best Sellers” tab on the website, so why discontinue them???? I’ve been pleased to see elf products show up in more stores so I don’t have to order online, but in stores, they never carry my favorite products in the elf line. It seems they’re making some huge shifts in their focus as a company, and I’m sad to see they seem to be shifts that are making their offerings and my tastes less compatible, not more. I was a huge cheerleader for this brand & have recommended their mineral line far & wide. So disappointed.
I think e.l.f. is trying to consolidate their brand and that mineral makeup in general is not as popular in mainstream makeup as it was a few years ago. The Essential line is basically gone as well. Still, I don’t get why e.l.f. introduced new Mineral line products last year just to discontinue them a few months later. It’s all very strange. 🙁
Me too! I just couldn’t believe it! I thought the “sale” on mineral items was perhaps due to a packaging update – how naïve of me! Saddened – can’t really afford to go back to Bare Escentuals so I’m just turning in circles.
Wanted to post here because I just discovered something interesting when searching for my beloved mineral glow powder. When I google for that specific item, I find a link that takes me to the product page on their website where it is still available on sale! However it does not come up if I use the search bar on Elf’s website and I also don’t see the sale page they used to have, I can only get to the product through google. I checked for the mineral concealed as well as the pressed mineral foundation and they are there and on sale too! Hopefully this helps some of you ladies who want to stock up before its totally gone! Google for the exact product you are looking for and hopefully there is a link straight to the product page. Good luck!
Thanks Mallory – I was able to get the mineral glow, but not MY beloved Mineral Booster – also found the concealer~~ thanks to YOUR tip!
Glad you were able to get something bur sorry you didn’t have any luck with the booster. 😒 It is so frustrating when your favorite product is discontinued!
Great tip! Hopefully the products I’m looking for will still be in stock when I order from e.l.f. sometime next month. And yikes, I see in the Mineral Pressed Powder’s FAQ that e.l.f. stated they were discontinuing it seven months ago.
I’ve noticed that the e.l.f. website is all sorts of messed up after the update. A little while ago I was JUST about to post an article on how disappointed I was that the Essential Ex-tra Lip Gloss had been discontinued, only to find it after double-checking through the site’s search bar. It seems e.l.f. has since fixed this and the gloss now shows up under the lip categories.
I’m disappointed. Their mineral eyeshadow primer is the only one I can afford and it really kept creasing away…even with my oily lids. Also, I only use mineral everything. It’s hard to find something mineral that’s inexpensive, and works well. I just discovered this primer after almost a year trying to find something like it. I only bought a bottle to start. I need more now, and was planning to buy multiple bottles as the mineral eyeshadows primer couldn’t be found in any stores near me. So bummed!!! What shall I do now?😦….
I hear ya. Mineral products are much more difficult to find now and not always the most affordable. It took a while, but I managed to find some of the Mineral Eyeshadow Primer at my Dollar Tree store so you may want to try searching there if you have any local stores. And there’s always eBay or Amazon that might yield results. Here’s hoping you manage to track some down!
I have loads that I haven’t even opened or only swatched! Not sure how or where to sell them on :S
I just found this site today. I dobby suppose you still have any e.l.f. mineral foundation Light and mineral light concealer, do you? I have been trying to find a mineral foundation to replace elf for the past year and I’m not happy with any. I even went back to bare essentuals and though it had beget coverage, it looks oily on my face pretty quickly 🙁
*don’t, not dobby!
The Mineral foundation loose powder was the best thing ever. I stopped using my MAC studio fix foundation and opted for ELF mineral powder. I have been using ELF mineral foundation since 2010. The coverage was flawless and my skin had a healthy glow. I have rummage thru the internet grave yards to find this product and the supply has come to an end. I got so many compliments on my skin which does not look like I am wearing makeup. I am so desperate I am mixing two color colors together to recreate Bronze. So Bummed!! I hope it makes a come back. I have tried and do like the press powers. My face looks chalky!!!
It’s always disappointing when a company discontinues a Holy Grail product. 🙁 Have you thought about making your own loose powder? TKB trading has a lot of supplies and info to get you started.
I’m the same! I’ve been trying to find a foundation I like for a year and have not been successful. I have rosacea and it still had good coverage. Sad and Still Looking
I am very disappointedThe dark powder foundation was my lifesaver.
I keep hoping they’ll rebrand some of the mineral products and bring them back, but I don’t think that’s likely at this point. Some of my favorite products were from the Mineral line. 🙁
Well, I’m late to the party, but I always made one big purchase a year from ELF. Their mineral loose powders and eye shadows were my main purchases. Sorry, ELF, but you just lost a customer. I would purchase other things while picking up my mineral make-up, but I’ll have to go elsewhere now. Bad marketing decision!
Please bring back the elf mineral foundation it is great for a 5 min and out the door treatment thanks !
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